The Specialty Equipment Market Association (SEMA) show in Las Vegas is ramping up. SEMA is the biggest auto show for aftermarket companies to introduce new products. Surprisingly, Lexus has used the show as a platform to introduce the new GS 350 F Sport. It follows a unique debut strategy for the GS that has largely bypassed the traditional launch shows. For instance, the GS 350 first appeared at Pebble Beach Concours d’Elegance in August.

The F-Sport is a package primarily about appearance, the latest in a line of packages that aims to provide more visual aggressiveness. This isn’t a GS-F, and we know, that’s what you’re really looking forward to. That car will ditch the GS’ 306 horsepower V-6 for a V-8 with considerably more power. The GS 350 F-Sport builds on what initial tests have said is an already engaging driving experience with the standard rear-wheel drive GS.

Underneath the skin, the F-Sport includes new bushings, a firmer adaptive suspension, beefier anti-roll bars and larger front brake discs up. Those larger discs hide behind new 19-inch alloys, which are the largest to ever be fitted to a Lexus production sedan.

Visuals on the F-Sport are all-important; and the question is are they an improvement? We definitely think so; the GS is a good-looking sedan that blows away the previous car. F-Sport turns up the heat without being too over-the-top. The GS-F will serve that purpose (hopefully).

The F Sport is differentiated by a new mesh front grille, redesigned fascia with bigger air vents, a new rear bumper with diffuser and a lip spoiler. Inside, a new power sports seat is the biggest substantive change. The seat is 16-way and is equipped with power side bolsters, side support, four-way lumbar and an adjustable seatback – “a Lexus-first.” Aluminum trim, perforated leather, aluminum pedals and a black headliner round out the changes to the interior.

The F Sport is available with two new exclusive colors, Liquid Platinum (pictured) and Riviera Red, which features glass flakes in the paint. Both paints use special processes developed by Lexus engineers. Starfire Pearl, Nebula Gray Pearl and Obsidian black are also available. The F Sport will be available on rear- and all-wheel drive GS models, starting with the GS model. Stay tuned for pricing info. Until then, check out our gallery below.